Map Out Your Fan Journey

If you want fans, you can’t just leave it to luck.

You need a fan journey—an intentional path that takes someone from first hearing your music to becoming a true superfan.

This journey is what separates casual listeners from raving supporters. A successful fan journey is the difference between someone giving your song an occasional stream and a fan buying tickets to your show, sharing your music, and spending money on your merch.

And that journey has to be engineered. It has to be mapped out, tested, and refined.

But before we dive deeper into the journey, let’s back up a step.

The most important thing you need before you start charting this journey is to create your fan avatar. 

If you don’t know who your fan is, you can’t possibly understand how to lead them on this path.

Before You Begin - Create Your Fan Avatar

Your fan avatar is the foundation of everything.

It helps you understand exactly who you’re trying to connect with, which shapes all your creative and promotional decisions. The more specific you get, the more effective your entire strategy will be.

Here’s how to do it:

1. Name Your Fan: Giving your fan a name makes it personal. Imagine you're creating content or writing posts for "Jess" or "Alex"—a specific person who fits the mold of your ideal fan.

2. Demographics: How old are they? Where do they live? Are they high school students or young professionals? This informs everything from the platforms you target to the vibe of your messaging.

3. Lifestyle & Hobbies: What are their interests beyond your music? Are they into skateboarding, wellness, gaming, or activism? This tells you what other cultural pockets to tap into when promoting your music.

4. Where They Hang Out Online: Are they scrolling on TikTok, diving into Instagram stories, or are they more into Discord communities? Knowing this helps you figure out where to focus your content efforts.

5. Music Preferences: Who are their favorite artists besides you? Knowing your fan’s taste helps you position your music in the context of other artists that they already love and engage with. These would be ideal collaborations!

6. Emotional Needs: Why are they listening to your music? Are they looking for an escape, for inspiration, or something that makes them feel understood? Lean into those emotions when you craft your messaging.

Understanding the Fan Journey

Product managers in the tech industry have studied and experimented extensively with the customer journey—the stages a potential customer goes through before deciding to buy a product.

For the music industry, it’s all about mapping out the fan journey: the journey someone takes from discovering your music to becoming a superfan.

And just like a tech product, your music is your value offering, and the journey is how you convert casual interest into deep loyalty.

There are three questions you need to ask at each stage in the fan journey:

1. What do I want them to know?

2. What do I want them to see?

3. What do I want them to do?

These questions will help you make sure you’re not leaving any steps out, which is crucial when you want to build that deep, authentic connection. Every stage of the journey should guide your fan from one level of engagement to the next.

If you want to create a visual version of your fan journey that you can look at regularly, I recommend using a kanban board on the wall. All you need is some sticky notes!

Step 1: Discovery

The discovery phase is where a fan first encounters your music.

This could be through a Spotify playlist, a social media post, or even word of mouth. At this stage, they don’t know you at all, so everything you do here needs to be designed to capture attention and invite them in.

• What do I want them to know? You want them to know who you are and why they should care. This means nailing your artist bio, defining your story, and positioning yourself in a way that sets you apart. What makes you different? What’s your sound? What’s the message?

  • Revisit the Artist Branding Playbook if you need clarity here!

• What do I want them to see? This is about creating that visual hook. When they first discover you, maybe through your Spotify profile or Instagram, your branding needs to speak to them. Make sure your visuals align with your sound and message—your cover art, your photos, and your feed.

• What do I want them to do? You want them to hit follow. You want them to save the song to their playlist, or better yet, visit your page to hear more. Engagement here is about minimizing friction—making it as easy as possible for them to go deeper.

  • Don’t forget to tell them clearly what you want them to do. This is your CTA (Call to Action/Adventure).

Step 2: Engagement

In the engagement phase, potential fans are aware of you, and they're on the verge of going deeper into your world. They’ve heard your music and have some level of interest.

This is where you start building that deeper connection.

• What do I want them to know? You want them to understand your story in greater depth. What drives you? Why do you make music? Fans become superfans when they resonate with you as a human being—when they see something in your story that connects with their own life. Let them in. Show them the behind-the-scenes.

• What do I want them to see? Now, they need to see consistency. Are you releasing content regularly? Are you posting snippets of new music or behind-the-scenes moments that let them feel like part of your world? Consistent activity keeps you top of mind. Think about what they’re seeing on social media, in their Spotify playlists, and even in emails.

• What do I want them to do? You want them to engage more deeply—maybe sign up for your email list or join your fan community. This is where you capture that fan data! Engagement is about deepening the relationship—inviting them to register for a private live stream, offering exclusive content, or getting them in a text messaging group.

  • Read CLASSIC Formula for Music Marketing for more info about capturing fan data.

Step 3: Conversion

In the conversion phase, fans go from passive listeners to active supporters. This is the point where you turn a follower into a superfan—someone willing to pay for your music, attend your concerts, and support you over time.

• What do I want them to know? You want them to know how they can support you and why it matters. Be clear about the value you are offering and the impact their support has on your journey. Whether it’s attending your upcoming show, buying your merch, or paying for exclusive content, make sure they understand the value of their support.

  • Read this post to learn how to Speak Your Value!

• What do I want them to see? They need to see proof. Proof that they are part of something bigger. Show them your growing fan community, showcase the successes that you, and keep innovating. People love to feel like they are part of a movement or part of something exciting!

• What do I want them to do? The action is to convert. Join your Patreon, buy your merch, or come to your show. This is where they make the leap from being a fan to being a paid supporter—someone who contributes to your livelihood as an artist.

Step 4: Retention and Advocacy

In the final phase, it’s all about keeping the fire burning 🔥

These are your superfans, the people who have made it all the way through the journey and are your true champions.

• What do I want them to know? They should know they’re appreciated. They should know about all the cool things happening in your career because of them. Acknowledge them, thank them, and make them feel like an insider.

• What do I want them to see? Let them see the exclusive side of you. Give them access to private content, personal messages, VIP meet and greets or exclusive events. You also want them to meet other fans in your fan club! Those deeper connections will keep them engaged for the long haul.

• What do I want them to do? You want them to spread the word. Encourage them to share your content, bring friends to your concerts, wear your merch proudly, and talk about your music. They’re now your ambassadors—your most valuable asset in growing your audience.

Mapping Out the Journey

The fan journey is a funnel—starting broad and getting narrower as you move through the stages. At the top are casual listeners; at the bottom are superfans. The journey is never about one-off results; it’s about leading your fans from point A to point B, one step at a time.

Make each step in the journey count.

Mapping out your fan journey takes the randomness out of fan growth.

It’s about creating an experience that brings people in, step by step, until they can’t help but support you.

Understand your fan avatar, be intentional at each stage of the journey, and apply these strategies to turn casual listeners into lifelong supporters.

The difference between hoping for fans and building a loyal audience is the intention behind every step.

So map it out and make it intentional.